Why Retailers Can’t Keep Up With Amazon (And How They Can)

Retailers face unprecedented pressure from competitors and consumers alike – but the challenges extend beyond other retailers to include technology powerhouses like Amazon, Apple, and Google. The blistering speed of their innovation sets the bar on your customers’ expectations. When compared with these companies, most retailers are behind the curve in meeting customer expectations.

The Amazon Effect

Putting your challenge in perspective, Amazon employs about 18,000 engineers, according to LinkedIn – and that’s excluding Amazon Web Services. They have a feature deployment velocity of 1.5 deployments per second. In contrast, the average retailer is challenged to keep up with regular maintenance, and is probably only doing monthly or weekly deployments on its own.

Many retail executives are struggling to meet the bar that Amazon has set, while simultaneously trying to grow revenue and build stronger customer relationships. But that’s not surprising. Retailers have a lot to manage: inventory, delivery logistics, distribution centers, vendors, not to mention all of the complexity of their brick-and-mortar stores. How can they do all that, and keep up with the funding and engineering capacity of Amazon?

With the majority of web searches starting on Amazon for the first time last year, retail executives are compelled to take action. As continuous challenges are inevitable, retailers must learn to quickly adopt the latest innovations in customer experience to survive in today’s retail landscape – without draining their capital. However, in this regard, Amazon doesn’t need to be seen as the enemy. In fact, its years of research and development are going to save you time and money moving forward. We now know what the destination is, and what mistakes to avoid along the way. So why not take a shortcut?

Retailers Strike Back

Amazon is a rare bird – it had the capital to build its digital empire in-house. Now, you can get what it has for a fraction of the cost with a platform. Using a singular platform allows you to quickly adopt the latest innovations without the risks or costs associated with building it in-house or cobbling together point solutions. By partnering with a platform provider like Mobify, you transition to a higher point of departure. Rather than building off your own technology base, you get to start with ours.

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